In the pre-Black Friday/Cyber Monday blitz, questions about social ads are bound to be had. Love ‘em or hate ‘em, SEM and social ads can drive positive returns for a campaign. After while a question becomes obvious: how big is my profit on each campaign?
This is part 2 of a 2-part series. Communicating your brand is great; yes of course you should do that. But a website is now a platform for you to do things beyond just sharing your brand. What things should it do? It should do things that can’t be achieved or properly controlled through other channels. Here are just a couple of examples, one specific to service and one to product businesses.
You may never have to untangle the web of DNS records that makes your website available to the world. But having a simple mental model of how this works can help you (1) protect what is important, and (2) avoid messy situations that are complex and expensive to untangle.
Is faster better? Sure. We know customers stay longer and engage more with content when pages are fast. But that’s not very specific, and not very helpful.
This is a good proxy for what’ better’ means, even on non-transactional websites, since user experience matters in both scenarios. Google provides a pretty great estimator for valuing page speed in mobile commerce. Armed with the answer, how do we actually get there?
‘How many?’ I often hear this question from clients who are eager to launch a new online business. ‘How many products should I offer in an online store?’ or: ‘How many clients do I need for a new service?’ The real question is about risk mitigation: ‘How many streams of income are required to support the fixed overhead of a business, and mitigate risk of failure of any one stream?’ In this framing, revenue from sales of a single product or service can be thought of as a stream of income. To simplify, we need to assume all of those streams are the same; i.e. we have priced them the same, and they all have the same risk of failure. For any given business, there may not be an exact answer. Often we’re tempted think ‘well, it’s got to be a lot’. But that’s not very helpful. Instead we can use some simple math to get a good understanding of real tradeoffs. And when we do, it’s reassuring to work with a number that is both finite, and…really not all that large!
This is part 1 of a 2-part series. Communicating your brand is great; yes of course you should do that. But a website is now a platform for you to do things beyond just sharing your brand. What things should it do? It should do things that can’t be achieved or properly controlled through other channels. Here are just a couple of examples, one specific to service and one to product businesses.
If you’ve spent any time publishing content on WP, Squarespace or various eCommerce (Shopify, WooCommerce, etc) platforms, you probably know the awkward satisfaction at getting a page (or more) of your work online through a process that feels anything but linear. There’s this one thing you should check out before you go through this again. […]
In the majority of my projects creating business or ecommerce sites for clients, there is usually a very short discussion on what software we’ll be using for the site. Everyone’s heard of WordPress, and I’ll admit it helps keep this conversation short…which is a good thing. After all, the outcome (more leads or conversions) is what we’re both interested in, and the ‘how’ is my problem, not theirs. Over time, however, there seems to be a couple of straws that are breaking the camel’s back. It always comes back to the client’s experience.
You may have been disappointed by Pay Per Click or Social ads in the past. But if you have an eCommerce store, you’re in luck: there’s a better way.
Thanks to all who attended the WordPress Community Meetup at the Beverly Library on Feb 13! I appreciated the opportunity to give back to the community, and we had a great Q&A discussion afterward. For a free 1-page summary of the presentation concepts, and more information on my online course that this was based on, read on.